Case Studies

Communicating a Clear Corporate Vision

Challenge: ASX-listed Vision Group sought to position itself as the leader in ophthalmic care and vision correction services and overcome market misconceptions about exposure to a downturn in discretionary spending.
Strategy: Ethical Strategies undertook early engagement of key financial journalists, coupled with the development and launch of a new corporate brand identity. The 07/08 financial results and planned expansion into plastic surgery were used as proof points of the company’s success and clear strategic direction. Eye-related awareness weeks were also leveraged to promote Vision Group clinics.
Result: The campaign achieved increased analyst interest in Vision Group’s full-year results and ongoing media interest in the company’s performance. The profile of the clinics, and their doctors, has also grown through strong trade and local area media coverage.